Consumer Responses to Corporate Responsibility and Branding
The Roles of Multinational Corporations’ Media Investments, National Institutions and Internet Penetration
Buch in deiner Nähe kaufen
Beschreibung
Lukas Zimmer investigates consumer responses to corporate responsibility and branding in an international context, providing new and important insights for research and practice. He analyzes how multinational corporations can benefit from consumer-perceived corporate social responsibility in various institutional contexts. Regarding corporate branding, he demonstrates that communication budget adjustments according to national internet penetration are favorable in terms of consumer behavior across nations. Moreover, he reveals beneficial and powerful dimensions of corporate social responsibility for consumer behavior in different regulative environments.
About the Author
Dr. Lukas Zimmer received his doctoral degree from Trier University, where he worked at the Chair for Marketing and Retailing.
Lukas Zimmer investigates consumer responses to corporate responsibility and branding in an international context, providing new and important insights for research and practice. He analyzes how multinational corporations can benefit from consumer-perceived corporate social responsibility in various institutional contexts. Regarding corporate branding, he demonstrates that communication budget adjustments according to national internet penetration are favorable in terms of consumer behavior across nations. Moreover, he reveals beneficial and powerful dimensions of corporate social responsibility for consumer behavior in different regulative environments.
Autor*in
Lukas Zimmer
Themen in »Consumer Responses to Corporate Responsibility and Branding«
Corporate Branding Corporate Social Responsibility Media Investments National Institutions Internet Penetration Consumer Responses